With the start of 2025, Walt Disney World launched a new ad campaign designed to excite guests about visiting the parks this year. However, instead of generating enthusiasm, the campaign has left many fans scratching their heads and some outright disappointed.
The campaign highlights the unique features of Disney’s four theme parks—EPCOT, Magic Kingdom, Animal Kingdom, and Disney’s Hollywood Studios—along with its water parks and more than 25 resort hotels. The commercial showcases iconic Disney experiences, from meeting Mickey Mouse to building a custom lightsaber at Star Wars: Galaxy’s Edge.
Related: Disney World Debuts New Name Ahead of 2025 Transformation
Despite the effort, the closing slogan, “Walt Disney Worlds,” has been met with confusion and criticism. Many fans see the new branding as an attempt to stand out against the backdrop of fierce competition, especially with Universal Orlando Resort gearing up to open its highly anticipated Epic Universe theme park in May 2025.
Fan Backlash on Social Media
On social media, reactions to the campaign have been far from magical. A post by @Savethedmagic summed up the sentiment of many:
“Wow… this is really a pathetic response to Epic. This is a textbook case of marketing making something out of nothing.”
Wow.. this is really a pathetic response to Epic. This is a textbook case of marketing making something out of nothing. https://t.co/aeApBNzEve
— Savethemagic (@Savethedmagic) January 2, 2025
Related: Walt Disney World Resort Confirms What Is Happening With Its Park After Closure Reported
Another user, @RedPillPopcorn, voiced their frustration with the campaign’s lack of clarity:
“It’s confusing at BEST. Are they changing their name? Are they saying each park is a world? Are they saying Disney Worlds is all parks internationally too? They are floundering. They would rather try for poor marketing tactics over building more experiences and adding value.”
It’s confusing at BEST. Are they changing their name? Are they saying each park is a world? Are they saying Disney Worlds is all parks internationally too? They are floundering. They would rather try for poor marketing tactics over building more experiences and adding value.
— Red Pill Popcorn (@RedPillPopcorn) January 2, 2025
Related: Disney World Drops Summer Deals Amid Epic Universe Competition
The criticism has been compounded by Disney’s decision to highlight experiences like building a lightsaber at Savi’s Workshop. While the commercial portrays it as a quintessential Disney memory, some fans argue that it’s misleading.
“I have a problem with this scene as it gives the impression that this experience is part of the theme park admission when in reality it’s put behind a $250 paywall only accessible to park guests.”
I have a problem with this scene as it gives the impression that this experience is part of the theme park admission when in reality it’s put behind a 250 dollar pay wall only accessible to park guests pic.twitter.com/0BjRNpCzEX
— Park Mind (@AParkMind) January 1, 2025
A Competitive Landscape
Critics argue that the campaign does little to address Disney’s need to innovate in the face of Universal’s growing dominance. Epic Universe, Universal’s newest theme park, is set to feature immersive lands dedicated to Harry Potter, How to Train Your Dragon, and SUPER NINTENDO WORLD. With such groundbreaking additions on the horizon, fans expected Disney to counter with exciting announcements of its own.
Instead, the “Walt Disney Worlds” slogan has been viewed by some as a weak attempt to rebrand without offering substantive changes.
One fan joked,
“Universal Orlando is opening a brand-new theme park this year.
Disney, how will you respond? ‘We’ll add the letter S.’”
Question: “Universal Orlando is opening a brand new theme park this year. Disney, how will you respond?”
Disney: “We will add the letter s.”
— Eric Wildgrube (@EAWildman) January 2, 2025
Rising Costs, Fewer Perks
The ad also reignited a broader discussion about rising costs and diminishing perks at Disney parks. Guests have seen the elimination of complimentary perks like Magical Express transportation, free MagicBands, and extended park hours for resort guests. These cuts, paired with increased ticket prices and upcharges for premium experiences, have left many feeling that the value of a Disney vacation is dwindling.
As the debate continues online, Disney faces mounting pressure to show its commitment to providing new and innovative experiences. While expansions like Villains Land in Magic Kingdom and Cars (2006)-themed rides in Frontierland are in the works, they are years away from completion. For now, guests are left wondering if Disney will deliver on the magic or if it will rely on marketing campaigns to maintain its edge.
What do you think of Disney’s latest ad campaign? Are they making something out of nothing, as some fans believe? Share your thoughts in the comments below!
Honestly, Disney really needs to step up and give fans the authentic experiences we crave instead of confusing marketing gimmicks. We want the magic, not just catchy slogans!